一年一次的私人谈话让我感到骄傲，让我感到自豪

Flying the flagDiscover the most valuablenation brands of 2013 Forword David Haigh CEO Brand Finance plc ‘A strong brand has become a definingfeature of success in the current economic business, combined with an increasinglycluttered media environment, means thatthe clear message carried by a properlymanaged brand can provide the crucialleverage needed to thrive. The financialuplift provided to a product or corporationfrom a strong brand is well known, andcompanies invest heavily in protectingtheir brands. Nations can adopt similar Contents Contents BRANDFINANCENATIONBRANDS 4Methodology5Executive Summary6-9Key Findings - 201310-19Case Study – GREAT Britain Campaign20-21Full Results - 201322-27Improving Your Nation Brand28About Brand Finance Brand Finance is an independentglobal business focused on advisingstronglybranded organisationson how to maximize value through Since it was founded in 1996, BrandFinance has performed thousandsofbranded business,brand andintangibleasset valuations worth Tel: +44 (0) 207 389 9400Fax: +44 (0) 207 389 9401www.brandfinance.comenquiries@brandfinance.com Methodology TheBrandFinance®Nation Brandsmeasures the strength and value of thenationbrandsofleadingcountries usinga method based on the royalty reliefmechanism that Brand Finance usesto value the world’s largest companies. EACHNATION BRAND is assigned arating between AAA (very strong) to DDD(failing) in a format similar to a creditrating. This letter grade is the result ofBrand Finance’s Brand Strength Index(BSI);a measure based on scores inthe Nation Brand Impact™ FrameworksegmentsofInvestment,Tourism,Product, Talent and a general segment. life,and its projected GDP growth.BrandFinance uses a combinationofgovernment statistics,consensus NationBrands are also quantified bytotal value using a royalty relief methodthat quantifies the royalty that wouldbe payable for a brand’ s use if it werecontrolled by a third party. The royaltyrateis precisely calculated based ondifferent sectors of the economy, and Nation Brand Impact™ Framework The Brand Finance Nation Brand Impact™ Framework Identifies the 4 segments that enable countries to identify, build and unlock the potentialeconomic value within their nation brand.These 4 segments each have a crucial role to play in leveraging and improving a Nation Brand’s ability Executive Summary TheBrandFinance®Nation Brandsprovides a comprehensive report onthe world’s leading nation brands andpresents an analysis of the impact thata country’s reputation and image hason foreign consumers and investors.This report combines a wide range ofeconomic, demographic, and politicalfactors,and is based on in-depthresearch by Brand Finance’s global NATIONBRANDVALUEgrowthcontinuesto outstrip GDP recovery,with a 13% rise in the total brand valueof the top 100. The US and China areresponsiblefor much of this growth.Theworld’s number 1 and number 2nation brands have grown in value by23% and 26% respectively, with China events, in particular the Olympics andthe Diamond Jubilee, but also from thehugelysuccessful‘GREAT’campaign Othersuccess stories include Ireland(brandvalue growth of 35%),Turkey(41%),Sri Lanka(46%),Kazakhstan(27%), Australia (32%) and New Zealand(36%). Sri Lanka is continuing to buildon the stability and confidence broughtabout by the ‘peace dividend’. It is thetop mover in the ‘Tourism’ input NationBrand ImpactTM framework, rising 18points.Turkey has performed wellacross all four inputs; ‘Tourism’, ‘People&Skills’,‘Goods&Services’and‘Investment’as despite some unrest SwitzerlandhasjustedgedaheadofSingapore to become the world’sstrongestnation brand,topping theBrand Strength Index (BSI) with a scoreof 76. The country has also moved up a The UK has performed well Brand Britainis now the world’s 4th most valuablehavingpushed Japan into 5th.BrandJapan has suffered an 11% drop in valueasthe country continues to recoverfrom the fallout of the tsunami and theFukushima nuclear plant, whilst facingstiff competition from growing high-tech TheBrandFinance®NationBrands100shows the remarkable value thatnationbrands can add to a countryacrossthe 4 segments of interest togovernments, exporters,and business Key Findings - 2013 MostValuableNationBrands Key Findings - 2013 Malaysia is this year’s fastest mover, its brand value is up 48% on2012. Reasons for its rapid climb up the nation brand rankings (ithas risen 2 places just this year) include its growing status as a hubfor Islamic banking and growing demand for commodities such aspalm oil, driven by an increasing and increasingly wealthy worldpopulation. Malaysia’s ambitious ‘Wawasan’ or ‘Vision’ 2020 goal,to reach developed nation status by 2020, had looked to have been The UK has also performed well though, thanks in large part towhat is fast becoming recognised as a gold standard in nation Cyprus is this year’s fastest faller. Its well publicised and disastrousfinancial crisis is unsurprisingly the main factor. Exposure t